If you're a business owner who wants to analyse how users arrive at your website and app, as well as the user journeys across both of these platforms, what should you use to generate insights?

Google Analytics 4 (GA4) properties are designed for cross-platform data collection, allowing you to track user journeys seamlessly across websites and apps. This provides a unified view of user behavior, which is crucial for understanding how users arrive and interact with both platforms. Universal Analytics (UA) properties are primarily website-focused and lack robust app tracking capabilities, making them less suitable for this specific requirement. Firebase is a development platform for mobile and web applications that includes analytics, but GA4 integrates more broadly across web and app for a holistic business view. Google Marketing Platform is a suite of advertising and analytics products, but GA4 is the specific tool within that ecosystem for this type of cross-platform measurement.